Published on November 22nd, 2023

Location: France


SPORTFIVE is delighted to have won the tender launched by Volkswagen France and is now helping the brand to develop and implement its activation strategy with the French Football Federation up to the 2026 FIFA World Cup.

A major partner of the FFF for the past nine years, the brand recently renewed its commitment to the Federation for the next three years, as a Major Electromobility Partner. This partnership, which began in 2014, will celebrate its 10th anniversary next year, with UEFA Euro 2024™ in Germany in its sights.

SPORTFIVE will support Volkswagen throughout its partnership with the various French teams: men's, women's, U23 and eFoot, with the aim of accelerating the mission that the brand has set itself with the FFF: to develop electromobility for all football fans and supporters to help the federation make the transition to more sustainable mobility. The agency will manage the entire activation strategy, placing the passion that unites Volkswagen and the FFF with football fans in France at the heart of its campaigns, to bring this partnership to life with new energy.

The activation strategy devised by the agency will amplify the efforts already undertaken by the brand, notably with the setting up of a car-sharing platform with the FFF. It will focus on the federation's 2.2 million-plus licence-holders to promote electromobility and the vehicles in the ID range, which will be given particular prominence in the campaign.

Speaking on the partnership, Adrien BAILLEUL, Brand Services & Activation France Director at SPORTFIVE, said "We're particularly proud to have been chosen by Volkswagen France to support them in their activation strategy. An iconic brand that shares with the FFF the ingredients that drive them both to the pinnacle of performance: a strong heritage, a contagious passion and unique know-how. Over the next three years, we will be putting all our energy into working alongside Volkswagen to realize our ambition of making this partnership an accelerator of electric mobility for fans and practitioners. This win for the agency is proof of the recognition of our expertise in activating the biggest brands and reinforces our conviction that, more than ever, partnerships must be engagement platforms that generate impact for brands".

Juan-Manuel CAPARROS, Director of Communications and Digital at Volkswagen France, added, "We are very pleased to have chosen SPORTFIVE to support us in this new partnership cycle, following a consultation with several agencies in the market. The agency demonstrated its ability to understand the challenges facing our brand and to plan ambitious initiatives around our ID.100% electric range and to promote the mission we have set ourselves with the FFF.”


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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